For 90 years, Friendly’s has been more than a place to grab an ice cream sundae. It’s been a symbol of comfort and connection for generations of families. Leading the brand into its next chapter is Dawn Petite, president of BRIX Holdings and a 40-year veteran of Friendly’s who started as an operations manager in 1981. With experience as vice president of operations and chief operating officer, Petite has witnessed the brand evolve through industry shifts, economic challenges, and changing consumer habits while staying true to its promise of value and hospitality. Now, she’s focused on ensuring that Friendly’s nine-decade legacy continues to thrive for years to come.
“Not many brands can say they’ve been a part of people’s lives for nine decades. For me, it’s a reminder of the responsibility we have to honor our legacy while continuing to create new moments and memories for the next generation of Friendly’s fans,” Petite says.Friendly’s opened in 1935, founded by the Blake brothers, selling double-dipped cones for a nickel. By 1950, the brand had a growing fleet of delivery trucks and prepackaged half-gallon offerings in stores. Treats like The Banana Cabana, The Fribble, and Cone Head sundaes would make Friendly’s famous for fun. For Petite, it’s always been more than just the fun—it’s an emotional resonance, too.
“I think it’s the feeling you get when you walk through the doors. It’s warm, familiar, and welcoming, like an old friend. That kind of emotional connection doesn’t fade,” Petite says. “I remember getting Cone Heads as a kid after cheerleading practice, and I did this with my children and now with my grandchildren. I see how many people have stories just like mine, and it’s a special full-circle experience.”
From July 18–20, spanning Friendly’s Founder’s Day through National Ice Cream Day, locations across the country celebrated this milestone. The brand offered free cones or dishes for Fan Club Rewards members on July 20, 90-cent scoops for all guests, a new Mini Scoop Collection, retro Friendly’s sunglasses giveaways, and complimentary “Birthday in a Bag” party kits with every sheet cake purchase.
“These throwback prices are a way of saying thank you to the guests who’ve been with us over the years, and the sunglasses are a lighthearted nod to summer and the vibe of Friendly’s. They’re nostalgic and a little silly, which is perfect for us,” Petite says. “We’re leaning into the idea of what’s old is new again.”
Friendly’s debuted a new Mini Scoop Collection as part of its Founder’s Day festivities in July, celebrating 90 years in business.
For Friendly’s, the key to reconnecting with longtime fans—and welcoming a new generation—is combining value with nostalgia. It’s a strategy that taps into both emotional resonance and practical appeal. This birthday weekend marks the latest in a year of legacy-inspired moves from the brand, including the launch of innovations, the reintroduction of beloved menu items, and a focus on nostalgic comfort.
“We wanted this weekend to feel like a party for our guests and teams,” Petite adds. “It’s all about celebrating the past while having fun in the present. Ice cream is who we are, and with everything going on in the world, we wanted to give people a reason to smile.”
As Friendly’s enters its 10th decade of ice cream, family fun, and community, Petite is humbled to lead a brand that still means so much to so many people. She enjoys seeing team members and franchisees bring these ideas to life with passion and enthusiasm. As Friendly’s nears its 100-year milestone, Petite says its appeal remains clear: it’s heartfelt, delicious, and timeless.
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